Every Book has It’s Cover

Machinatek Every Book has it's cover

We all know the old adage, “don’t judge a book by its cover”.  It has rang true through countless times in my life, and I’m sure it has in yours as well.  We all individually have preconceived notions created through our experiences, and shaped by our thoughts, feelings, and biases.  Being able to view the world objectively is a skill that is learned over time once we start recognizing patterns, and consequences, in our decisions.  It is a great quote to live by, but unfortunately most companies do not follow this same rule. With that said, for the sake of this post, let’s assume that if a company is a book, then its logo is the cover.

MachinaTek has been around a year now, and already our logo has evolved once compared to what we originally created.  When we started, we laid a solid ground rule in regards to how we operated, which was to let the company define itself as it grows. This is something that we are very passionate about.  Machinatek is comprised of multiple personalities, all shaped through their own experiences.  With a clear direction, we melted our thoughts together and began to shape who we are.

We started with the “MT.” Solid black. Custom built.  It gave us a universal shape to use for marketing, and was somewhat reminiscent of a certain toy brand that changes from a car, to a robot.  This was MT’s first hint of a brand, but as we grew, we noticed it was too “corporate feeling.” It was too cold and technical.

Then, along came a friend who cares very deeply about this company and what we are doing.  He vocally expressed his dislike for the original MT logo design elements, and being a graphic designer himself, he wanted to empower MachinaTek with what it really needed, which is for our personalities to shine through our logo.

The sword was born – a dynamic shape jutting through a circle.  This was our way of breaking through what was already in place.  The circle represents a never ending, monotonous way that business has always been ran before. We are the sword, breaking through to redefine design, and how we do business. Green was chosen as a pop color to represent our commitment to being stewards to consumers, the planet, and our successful growth.  It gave us a dynamic profile to use with creative marketing.

Su Mathews Hale, of the design firm ‘Lippencott’ wrote, “A company’s logo is its shorthand, a visual cue that tells a story of the brand’s culture, behavior, and values.” We are MachinaTek.  We are against the grain. We are breaking through the norm. We are powerful and driven.

We are MachinaTek, and we are here to stay.

Posted on February 25, 2015 in Uncategorized

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